What Kind of Questions Would You Ask on the First Call With a Client?

The Y conversation is three sets of questions. It's why this, why now and why me. And you go through that list of questions to determine the underlying motivation of the project. What a home run would look like? What are you trying to get from this white paper? Nobody just wants a white paper to print out and put on their wall like it's a piece of art. You want to find out why this? Why did they decide a white paper was going to achieve something? The more urgent it is, the more valuable it'll be to them for you to actually move the needle that they're trying to move.